Abstract: People nowadays use the internet more than before, and when they want to know more about a business's products and services, they immediately head to search engines and social media. Digital marketing has transformed the way businesses promote their products and reach out to their target customers. The study wanted to identify which of the 7 Ps of the Marketing Mix motivated customers' decisions to visit Cafe Agapita. There are 7 variables for the framework of this study that were derived from the 7 Ps of the Marketing Mix and these are Food Taste for Product, Accessibility for Place, Price of the Food for Price, Promotional Strategy for Promotion, Ambience of the Place for Physical Evidence, Customer Service for Process, and Employees for People. The study used a qualitative type of research-descriptive analysis method. The data collected by the researchers was gathered from various credible sources and is mostly from Cafe Agapita’s main page. Most of these reviews were from actual customers who have experienced the Cafe firsthand and left these reviews on Facebook, Google Reviews, and Instagram. The study did not require validation because the data gathered was secondary data derived from Facebook, Instagram, and Google reviews. According to customer reviews, the ambience or physical evidence of Cafe Agapita is the most influential factor that influenced them to visit the place.
Keywords: online reviews, digital marketing, marketing mix.
Title: MARKETING MIX ASSESSMENT OF CAFE AGAPITA: BASIS FOR DIGITAL MARKETING STRATEGY
Author: Jorgio, Alyssa Marie M., Acuhido, Lerma Nicole P., Paracuelles, Shantelle Fiona S., Ms. Irene Gueco
International Journal of Thesis Projects and Dissertations (IJTPD)
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